Item 4. Scottsdale 2016 Visitor Research

Transcription

1 Scottsdale 206 Visitor Research

2 Introduction.. Research Objectives.... Methodology... 5 Key Findings 7 Size & Structure of the U.S. Travel Market.... Size & Structure of Scottsdale s Domestic Travel Market.. 5 Overnight Expenditures... 9 Overnight Trip Characteristics 25 Demographic Profile of Overnight Visitors Day Trip Expenditures Day Trip Characteristics 75 Demographic Profile of Day Visitors... 9 Appendix: Key Terms Defined.. 02

3 Longwoods International began tracking American travelers in 985, and has conducted large-scale syndicated visitor research quarterly since 990. In 2007, our proprietary Longwoods Travel USA program was migrated from mail to online, with the benefits of rapid turnaround, enhanced flexibility and interactivity, as well as greater respondent involvement. It is currently the largest ongoing study conducted of American travelers, providing our clients with more reliable data and greater ability to home in on key market segments of interest. This report provides an overview for Scottsdale s domestic tourism business in 206.

4 The visitor research program is designed to provide: Estimates of domestic overnight and day visitor volumes to Scottsdale. A profile of Scottsdale s performance within its overnight travel market. Domestic visitor expenditures in Scottsdale. Profiles of Scottsdale s day travel market. Relevant trends in each of these areas.

5 Each quarter, a random, projectable sample of adult members (8 years of age and over) of a major U.S. consumer panel is invited to participate in the Travel USA survey: Selected to be representative of the U.S. adult population For the 206 travel year, this yielded : 08,96 trips for analysis nationally: 26,78 overnight trips 92,208 day trips For Scottsdale, the following sample was achieved for the 206 report:.026 trips: 659 overnight trips 67 day trips (205/206 Combined Sample) For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets. 5

6 The Day Trip results in this report are based on two time frames: Market size and structure estimates are reported for the 206 travel year To maximize statistical reliability, other data (trip characteristics and demographic profiles) are based on two years combined sample from 205 and 206 unless otherwise indicated. 6

7 Key Findings

8 In 206, Scottsdale had 8.8 million person trips, increasing.8% from % were overnight trips and 9% were day trips. The overnight trips generated $.22 billion in spending, increasing.% from 205. Visiting friends and relatives (at 6%) was the most frequent purpose for an overnight trip to Scottsdale. Marketable trips (those influenced by marketing efforts) were 0% of the total overnight trips. The most prevalent marketable trip purpose was touring through the region. The top state origin markets for overnight visitors to Scottsdale were California, Arizona, and Illinois. Among DMAs, the top three visitor sources were Phoenix, Los Angeles, and Chicago. 8

9 Over two-thirds (67%) of Scottsdale visitors were very satisfied with the overall trip experience. The next highest satisfaction elements were Quality of Food at 6% and Quality of Accommodations at 58%. Seventy-eight (78%) percent of overnight visitors have visited Scottsdale at least once before, while 67% percent had visited in the past year. Overnight trips to Scottsdale are planned further in advance than the national average, with 67% planned two months or more ahead vs. 5% nationally. Airline/commercial carrier, hotel or resort, and online travel agencies were the most common planning sources for a Scottsdale overnight trip. Airline/commercial carrier was the most common booking source. 9

10 The average number of nights spent in Scottsdale for an overnight trip was. nights, up from.9 nights in 205. The average travel party size was 2.9 persons. Scottsdale has a much higher percentage of travelers using an airplane (% vs 2%) or rental car (0% vs 9%) for their trip than the national average. Conversely, 50% of Scottsdale overnight travelers utilized their personal car or truck during the trip vs 67% nationally. The use of car services like Uber and Lyft increased from 7% in 205 to 2% in 206, while use of a traditional taxi remained at %. The top five activities and experiences during an overnight trip to Scottsdale were Shopping, Fine Dining, Swimming, Casino, and Landmark/Historic Site. 0

11 Size & Structure of the U.S. Travel Market

12 Base: Overnight Person-Trips 2,000.% Millions of Trips,500, ,5,80,52,568,

13 Base: Overnight Person-Trips Visits to Friends/Relatives % Business-Leisure % Business 9% Marketable 5%

14 Base: Overnight Person-Trips All Overnight Trips Visiting Friends/Relatives -2 Marketable Trips Business-Leisure Trips -2 Business Trips Change

15 Size & Structure of Scottsdale Domestic Travel Market Item

16 Total Person-Trips = 8.8 Million +.8% vs. 205 Day Trips 9%. Million Overnight Trips 5%.5 Million 6

17 Total Overnight Person-Trips =.5 Million Visits to Friends/Relatives 6% +.% vs Million Business-Leisure 5% 0.2 Million Business 8% 0. Million Marketable %.8 Million 7

18 Total Day Person-Trips =. Million +2.2% vs. 205 Visits to Friends/Relatives 0%.7 Million Marketable 50% Business-Leisure % 2.2 Million 0. Million Business 7% 0. Million 8

19 Overnight Trip Expenditures Item

20 Total Spending = $.225 Billion +.% vs. 205 Lodging % $97 Million Restaurant Food & Beverage 27% $ Million Transportation 8% $96 Million Recreation % $ Million Retail % $58 Million 20

21 Base: Overnight Person-Trips Dollars 60 $ 0 $ Lodging Restaurant Food & Beverage $5 $ Retail Purchases Recreation/ Sightseeing/ Entertainment $2 Transportation at Destination 2

22 Base: Overnight Person-Trips 600 Dollars $5 $26 0 Leisure Business 22

23 Base: Overnight Person-Trips Dollars 00 $27 $8 0 Lodging Restaurant Food & Beverage $87 $77 Retail Purchases Recreation/ Sightseeing/ Entertainment $5 Transportation at Destination 2

24 Base: Overnight Person-Trips,200, Dollars $6 $, Leisure Business 2

25 Overnight Trip Characteristics

26 Base: Overnight Person-Trips Marketable Trips % Visiting friends/relatives Touring Special event City trip Resort Casino Golf Trip Outdoors Theme park Cruise 9 6 Conference/convention Other business trip Business-leisure

27 Base: Overnight Person-Trips Visiting friends/relatives Touring Special event City trip Resort Casino Golf Trip Outdoors Theme park Cruise Scottsdale U.S. Norm 27

28 Base: Overnight Person-Trips Visiting friends/relatives Touring Special event City trip Resort Casino Golf Trip Outdoors Theme park Cruise <

29 Base: Overnight Person-Trips Conference/Convention Other business trip Scottsdale U.S. Norm 29

30 Base: Overnight Person-Trips Conference/Convention 5 Other business trip

31 Base: Overnight Person-Trips States contributing 5% or more States contributing % - 5% DMA s contributing more than 2%

32 Base: Overnight Person-Trips California Arizona Illinois New York Texas Florida Colorado Massachusetts New Mexico Nevada Minnesota

33 Base: Overnight Person-Trips Phoenix, AZ Los Angeles, CA Chicago, IL New York, NY/NJ/PA/CT Tucson-Nogales, AZ San Francisco-Oakland-San Jose, CA Boston, MA Albuquerque-Santa Fe, NM Las Vegas, NV Denver, CO Miami-Ft. Lauderdale, FL Minneapolis-St. Paul, MN

34 Base: Overnight Person-Trips January-March 28 April-June 26 July-September 20 October-December

35 Base: Overnight Person-Trips Overall trip experience Quality of food Quality of accomodations Friendliness of people Sightseeing/ attractions Value for the money Music/ nightlife/ entertainment

36 Base: Overnight Person-Trips Ever Past Year

37 Base: Overnight Person-Trips More than year in advance months 8-5 months 2 months month or less 26 Did not plan anything in advance Scottsdale U.S. Norm 7

38 Base: Overnight Person-Trips Airline/commercial carrier Hotel or resort Online travel agencies Advice from relatives or friends Travel company websites Auto club/aaa Destination websites Social Media Travel guide/other books Scottsdale U.S. Norm 8

39 Base: Overnight Person-Trips Travel agent/company 800/888 number Magazine articles/ad Newspaper articles/ad TV program/ad Lodging sharing websites Visitors' bureau/gov tourism office Travel/ski show or exhibition Radio show/ad Scottsdale U.S. Norm 9

40 Base: Overnight Person-Trips Airline/commercial carrier Hotel or resort Online travel agencies Travel agent/company Auto club/aaa Travel company websites 800/888 number Lodging sharing websites Destination websites Visitors' bureau/gov tourism office Travel/ski show or exhibition Scottsdale U.S. Norm

41 Base: Overnight Person-Trips Used Any Device (net) 8 9 Desktop/Home computer Laptop Smartphone 0 Tablet Scottsdale U.S. Norm

42 Base: Overnight Person-Trips Used Any Device (net) 8 89 Smartphone Laptop 2 Tablet Scottsdale U.S. Norm 2

43 Average Scottsdale 5. nights Average U.S. Norm.7 nights night 2 nights - nights 5-6 nights 7- nights + nights Scottsdale U.S. Norm

44 Base: Overnight Person-Trips with + Nights Spent In Scottsdale Average Nights Spent in Scottsdale =. night 2 nights 8 - nights nights nights

45 Base: Overnight Person-Trips with + Nights Spent In Scottsdale night 2 nights nights 5-6 nights Average 206 =. nights 205 =.9 nights 7 + nights

46 Base: Overnight Person-Trips Scottsdale Total = 2.9 U.S. Norm Total = Average Number of People Adults Children 6

47 Base: Total Overnight Person-Trips Own car/truck Plane Rental car Online taxi service Taxi cab Train Bus Motorcycle Camper, R.V Ship/Boat Bicycle Scottsdale U.S. Norm

48 Base: Overnight Person-Trips Resort hotel Home of Friend/Relative Other Hotel Motel Bed & Breakfast Time Share Own Home/Condo/Apt/2nd Home Rented Home/Condo/Apartment Country Inn/Lodge Rented Cottage/Cabin Campground/Trailer Park/RV Park Boat/Cruise Ship Other Scottsdale U.S. Norm 8

49 Base: Overnight Person-Trips Shopping Fine Dining Swimming Casino Landmark/Historic Site Hiking/Backpacking National/State Park Bar/Nightclub Art Gallery Golf Museum Spa Brewery Theater Zoo Scottsdale U.S. Norm 9

50 Base: Overnight Person-Trips Business Meeting Pro/College Sports Beach/Waterfront Conference/Convention Theme Park Biking Camping Dance Mountain Climbing Fair/Exhibition/Festival Fishing Winery Educational Seminar Tennis Rock/Pop Concert Scottsdale U.S. Norm 50

51 Base: Overnight Person-Trips Watch/Participate in Youth/Teenager Sports Watch/Particpate in Kids Sports Event Rafting Symphony Dude Ranch Watch/Participate in Adult Amateur Sports Boating/Sailing Motorcycle Touring Birding Rodeo Trade Show Hunting Opera Skiing/Snowboarding Glamping Scottsdale U.S. Norm 5

52 Base: Overnight Person-Trips Historic Places Cultural Activities/Attractions Family Reunion Exceptional Culinary Experiences Brewery Tours/Beer Tasting Winery Tours/Tasting Traveling with Grandchildren Eco-Tourism Agritourism Wedding Religious Travel Medical Tourism Scottsdale U.S. Norm 52

53 Base: Overnight Person-Trips Used any social media for travel 7 72 Read travel reviews Posted travel photos/video online Looked at travel photos/video online Accessed travel news/events/deals/promotions Read a travel blog Contributed travel reviews Connected with others interested in travel Scottsdale U.S. Norm 5

54 Base: Overnight Person-Trips Used any social media for travel 7 72 Got travel advice Gave travel advice Subscribed to a travel e-newsletter Tweeted about a trip "Followed" a destination/attraction Blogged about a trip Scottsdale U.S. Norm 5

55 Base: Overnight Person-Trips Used any social media for travel 67 7 Read travel reviews Posted travel photos/video online Looked at travel photos/video online Accessed travel news/events/deals/promotions Read a travel blog Contributed travel reviews Connected with others interested in travel

56 Base: Overnight Person-Trips Used any social media for travel 67 7 Got travel advice Gave travel advice Subscribed to a travel e-newsletter Tweeted about a trip "Followed" a destination/attraction Blogged about a trip

57 Base: Overnight Person-Trips AAA 2 50 AARP 2 0 National Motor Club 7 8 Better World Club Scottsdale U.S. Norm 57

58 Demographic Profile of Overnight Visitors

59 Base: Overnight Person-Trips Male 5 56 Female Scottsdale U.S. Norm 59

60 Base: Overnight Person-Trips Average Scottsdale = 7.2 Average U.S. Norm = Scottsdale U.S. Norm

61 Base: Overnight Person-Trips Married/with partner 6 6 Single/never married 22 2 Divorced/widowed/ separated Scottsdale U.S. Norm 6

62 Base: Overnight Person-Trips member members 6 members 9 20 members 7 5+ members Scottsdale U.S. Norm 62

63 Base: Overnight Person-Trips No children under Any child between Any child between Any child under Scottsdale U.S. Norm 6

64 Base: Overnight Person-Trips Post-graduate 2 College graduate 0 Some college 20 2 High school or less 7 Other Scottsdale U.S. Norm 6

65 Base: Overnight Person-Trips Full time/ self-employed Part time 9 Not employed/retired/ other Scottsdale U.S. Norm 65

66 Base: Overnight Person-Trips $50K+ 6 $00-$9.9K $75-$99.9K $50-$7.9K <$9.9K Scottsdale U.S. Norm 66

67 Base: Overnight Person-Trips White 87 8 African-American 5 7 Other Scottsdale U.S. Norm 67

68 Base: Overnight Person-Trips No 9 9 Yes Scottsdale U.S. Norm 68

69 Day Trip Expenditures Item

70 Total Spending = $28 Million +5.7% vs. 205 Restaurant Food & Beverage 2% Retail 28% $6 Million $80 Million Transportation 0% $29 Million Recreation 20% $56 Million 70

71 Base: Day Person-Trips 0 20 Dollars 0 $27 $9 $ $7 0 Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination 7

72 Base: Day Person-Trips Dollars 0 20 $65 0 Leisure Business* 72 * Low Business Base

73 Base: Day Person-Trips Dollars 0 $7 20 $8 $ $7 0 Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination 7

74 Base: Day Person-Trips Dollars 00 $ Leisure Business* 7 * Low Business Base

75 Day Trip Characteristics Item

76 Base: Day Person-Trips Marketable Trips 50% Visiting friends/relatives Touring City trip Special event Outdoors Shopping Casino Golf Trip Theme park Cruise Resort Conference/convention Other business trip 6 Business-leisure

77 Base: Day Person-Trips Visiting friends/relatives Touring City trip Special event Outdoors Shopping Casino Golf Trip Theme park Cruise Resort Scottsdale U.S. Norm 77

78 Base: Day Person-Trips Conference/Convention 2 Other business trip Scottsdale U.S. Norm 78

79 Base: Day Person-Trips States contributing 5% or more States contributing % - 5% DMA s contributing more than 2% 79

80 Base: Day Person-Trips Arizona 65 California Illinois 5 Nevada Texas 2 Colorado

81 Base: Day Person-Trips Phoenix, AZ 8 Tucson-Nogales, AZ Los Angeles, CA 9 Chicago, IL 7 Las Vegas, NV Albuquerque-Santa Fe, NM New York, NY/NJ/PA/CT

82 Base: Day Person-Trips January-March 28 April-June 2 July-September 2 October-December * Reflects 206 seasonality

83 Base: Day Person-Trips Scottsdale Total = 2.6 U.S. Norm Total = Average Number of People Adults Children 8

84 Base: Day Person-Trips Shopping Fine Dining Casino Swimming National/State Park Museum Theater Hiking/Backpacking Landmark/Historic Site Zoo Golf Spa Art Gallery Bar/Nightclub Scottsdale U.S. Norm 8

85 Base: Day Person-Trips Mountain Climbing Fair/Exhibition/Festival Brewery Business Meeting Theme Park Pro/College Sports Rock/Pop Concert Watch/Part. in Kids Sports Event Conference/Convention Tennis Dance Winery Fishing Trade Show Series Series2 85

86 Base: Day Person-Trips Biking Educational Seminar Camping Motorcycle Touring Beach/Waterfront Watch/Part. in Adult Amateur Sports Opera Birding Symphony Glamping Rafting Watch/Part. in Youth Sports Event Boating/Sailing Rodeo Series Series2 86

87 Base: Day Person-Trips Cultural Activities/Attractions Historic Places Family Reunion Exceptional Culinary Experiences Traveling with Grandchildren Eco-Tourism Brewery Tours/Beer Tasting Religious Travel Agritourism Winery Tours/Wine Tasting Wedding Medical Tourism Scottsdale U.S. Norm

88 Base: Day Person-Trips Used any social media for travel Read travel reviews Posted travel photos/video online Accessed travel news/events/deals/promotions Looked at travel photos/video online Got travel advice Read a travel blog Connected with others interested in travel Scottsdale U.S. Norm 88

89 Base: Day Person-Trips Used any social media for travel Gave travel advice "Followed" a destination/attraction Contributed travel reviews Tweeted about a trip Subscribed to a travel e-newsletter Blogged about a trip Scottsdale U.S. Norm 89

90 Base: Day Person-Trips AAA 8 AARP 9 28 National Motor Club 5 6 Better World Club Scottsdale U.S. Norm 90

91 Demographic Profile of Day Visitors

92 Base: Day Person-Trips Male 8 5 Female Scottsdale U.S. Norm 92

93 Base: Day Person-Trips Average Scottsdale = 6.2 Average U.S. Norm = Scottsdale U.S. Norm 9

94 Base: Day Person-Trips Married/ with partner Single/never married 22 2 Divorced/widowed/separated Scottsdale U.S. Norm 9

95 Base: Day Person-Trips member members members 5 9 members 7 5+ members Scottsdale U.S. Norm 95

96 Base: Day Person-Trips No children under Any child between Any child between Any child under Scottsdale U.S. Norm 96

97 Base: Day Person-Trips Post-graduate 2 20 College graduate 9 Some college 22 2 High school or less 7 Other < Scottsdale U.S. Norm 97

98 Base: Day Person-Trips Fulltime/self-employed 2 5 Part-time 0 Not employed/retired/ other Scottsdale U.S. Norm 98

99 Base: Day Person-Trips $50K+ 5 6 $00-$9.9K $75-$99.9K 7 $50-$7.9K <$9.9K Scottsdale U.S. Norm 99

100 Base: Day Person-Trips White African-American 6 Other Scottsdale U.S. Norm 00

101 Base: Day Person-Trips No 9 92 Yes Scottsdale U.S. Norm 0

102 Appendix: Key Terms Defined Item

103 An Overnight Trip is any journey for business or pleasure, outside your community and not part of your normal routine, where you spent one more nights away from home. A Day Trip is any journey for business or pleasure, outside your community and not part of your normal routine, that did not include an overnight stay. Day trips involve travel of more than 50 miles from home. A Person-Trip is one trip taken by one visitor. Person-trips are the key unit of measure for this report. 0

104 Total Trips = Leisure + Business + Business-Leisure Leisure Trips: Include all trips where the main purpose was one of the following: Visiting friends/relatives Touring through a region to experience its scenic beauty, history and culture Outdoors trip to enjoy activities such as camping, hunting, fishing, hiking, and boating Marketable Trips: Include all leisure trips, with the exception of visits to friends/relatives 0 Special event, such as a fair, festival, or sports event City trip Cruise Casino Theme park Resort (ocean beach, inland or mountain resort) Skiing/snowboarding Golf Business Trips: Conference/convention Other business trip Business-Leisure: a trip for business where, on the same trip, the visitor stayed for at least one additional day to experience the same place or nearby area simply for leisure.